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|標題:||Chinese Consumer Psychological Perspectives of Common Retail Formats: A Grounded Theory of Renao and Xianjing
|關鍵字:||熱鬧;http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2001200909213900;閑靜;紮根理論;消費||出版社:||行銷學系所||引用:||Arnold, S. J., Kozinets, R. V., & Handelman, J. M. (2001). Hometown Ideology and Retailer Legitimation: The Institutional Semiotics of Wal-Mart Flyers. Journal of Retailing, 77, 243-271. Belk, R. W., & Kozinets, R. V. (2005). Videography in Marketing and Consumer Research. Qualitative Market Research: An International Journal, 8(2), 128-141. Bitner, M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69-82. Bitner, M. J. (1992). Servicescapes: The Impact of Physical -Surroundings on Customers and Employees. Journal of Marketing, 56(April), 57-71. Chebat, J. C., & Michon, R. (2003). Impact of Ambient Odors on Mall Shoppers'' Emotions, Cognition, and Spending: A Test of Competitive Causal Theories. Journal of Business Research, 56(7), 57-71. Creighton, M. R. (1991). Maintaining Cultural Boundaries in Retailing: How Japanese Department Stores Domesticate ''Things Foreign'': Modern Asian Studies. Creighton, M. R. (1992). The Depato: Merchandising the West While Selling Japaneseness: In J. J. Tobin. Glaser, B. G., & Strauss, A. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research Chicago: Aldine. Gleicher, M. L., Heck, R. M., & Wallick, M. N. (2002). A Framework for Virtual Videography. Paper presented at the ACM International Conference, Hawthorne, New York. Gummesson, E. (2005). Qualitative Research in Marketing: Road-Map for a Wilderness of Complexity and Unpredictability. European Journal of Markering, 39(3/4), 309-327. Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. Journal of Marketing, 46, 60-72. Hirschman, E. C. (1988). The Ideology of Consumption: A Structural-Syntactical 64 Analysis of "Dallas" and "Dynasty". 15. Holt, D. B., & Thompson, C. J. (2004). Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption. Journal of Consumer Research, 31, 425-440. Kozinets, R. V. (2001). Utopian Enterprise: Articulating the Meanings of Star Trek''s Culture of Consumption. Journal of Consumer Research, 28(1), 67-88. Kozinets, R. V. (2002). Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man. Journal of Consumer Research, 29(1), 20-38. Kozinets, R. V., Jr., J. F. S., Storm, D., Duhachek, A., Nuttavuthisit, K., & Deberry-Spence, B. (2004). Ludic Agency and Retail Spectacle. Journal of Consumer Research, 31, 658-672. Laroche, M. (2002). Selected Issues in Modeling Consumer Brand Choice: the Extended Competitive Vulnerability Model: Elsevier Science Ltd. Laroche, M., Teng, L., Michon, R., & Chebat, F. C. (2005). Incorporating Service Quality into Consumer Mall Shopping Decision Making: A Comparison between English and French Canadian Consumers. Journal of Services Marketing, 19(3), 157-163. Leach, W. (1993). Land of Desire: Merchants, Power, and the Rise of a New American Culture. Vintage, New York, NY. Obsermiller, C., & Bitner, M. J. (1984). Store Atmosphere: A Peripheral Cue for Product Evaluation. Paper presented at the American Psychological Association Annual Conference, Washington DC. Pan, Y. H. (1993). 熱鬧; 一個中國人社會心理現象的提出: 桂冠圖書. Strauss, A. L., & Corbin, J. M. (1998). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory (2nd ed.): SAGE. Warden, C. A., Huang, S. C. T., Liu, T. C., & Wu, W. Y. (2008). Global Media, Local Metaphor: Television Shopping and Marketing-as-Relationship in America, Japan, and Taiwan. Journal of Retailing, 84(1), 119-129. Whitaker, J. Service and Style: How the American Department Store Fashioned the Middle Class St. Martin''s. Willis, J. W. (2007). Foundations of Qualitative Research - Interpretive and Critical Approaches: Sage. Yau, O. H. M. (1994). Consumer Behavior in China - Customer Satisfication and Cultural Values: Routledge. 65 Yu, S. D. (1995). Meaning, Disorder, and the Political Economy of Night Markets in Taiwan. Unpublished Unpublished Ph.D. Dissertation. University of California.||摘要:||
Retail format evolution is affected by a combination of local and global pressures. In Taiwan, some new formats are often perceived by Western observers as modern or global retail formats. Yet closer examination shows a strong local influence as successful retailers take advantage of their understanding of local consumer values. The purpose of this study is to describe the attributes of retailers that draw on local values through a combination of deep psychological interviews and actual observation of retail locations. Preliminary research examined the perceptions, from a consumer psychology perspective, of consumers toward common retail settings that have local cultural relevance. Two retail orientations were uncovered in the psychological stage: renao (熱鬧) and xianjing (閑靜). These two orientations represented very different, yet linked and complementary retail experiences closely linked with self identification.
The current research used direct retail observations in order to confirm which psychological attributes actually exist across Taiwan retailers in order to generate a better description of how localized is constructed in the Taiwan setting, and within the Chinese cultural diasporas more generally. Using a grounded theory approach, attributes found at retail locations were recorded and analyzed, describing a common servicescape and two very different orientations aligning with renao and xianjing. The qualitative software package NVivo was used to explore common servicescape attributes for the two orientations. The resulting rich data shows respondents'' perceptions of two contrasting value sets are mirrored in the surrounding retail reality and that physical servicescapes employ a few core attributes that signal membership in one or the other orientations.
Results describe a set of attributes that are common across retailers and can thus be labeled as modern retail requirements. Employing Chi-squared, attributes were tested for uniqueness and the most important attributes for both the renao and xianjing orientations drawn out. These results where then used to place attributes within conceptual consensus models derived from the psychological studies. These findings were then used in a model that includes values of consumption as well as retailers attempts to tap into those values. The orientations of renao and xianjing describe consumption values that have deep psychological importance for Consumers within Chinese cultural settings.
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